MOA NETTO, RAPP NY, SHARES HIS POV ON FINDING A BALANCE BETWEEN DATA AND CREATIVITY WITH SMARTINSIGHTS

January 17, 2018

Moa shares with SmartInsights why it's important for data analysts and creatives to work hand-in-hand from the very beginning of a project.

"Today’s savvy consumers require authentic connections at precise points in the buying cycle. Brands that fail to consistently hit that mark will struggle to keep up. Instead of adding value, they end up just creating a busier, more confusing market. Finding these key points of connection requires you to get serious about data.

Nevertheless, data without a vision is like a bad teacher just quoting the textbook: It’s all there, but there’s no meaningful connection. Additionally, bad data costs the typical company up to a fifth of its revenue each year. It takes a human vision to challenge the data, ask the right questions, explore different scenarios, and extract meaningful insights to inform the creative output. And when creatives and data analysts work together from the beginning, logic meets magic, and that vision gets much stronger."

Read the full article here.